Project Objectives

The client desired a variety of deliverables for the brand Dauntless Energy, a starting energy drink company with a unique personality and a mature, extreme, and demonic feel. Desired deliverables include an original brand mark logo, brand assets including colour, typography, graphic elements, logo variations, stationary materials and a brand book.

Target Audience

Dauntless Energy is targeted at young adults seeking a powerful energy boost to enhance focus and alertness through its high caffeine content. Whether for schoolwork, exercise, or professional tasks, this drink is designed to provide sustained energy and heightened performance while offering delicious taste and multivitamins.

Design Process

To start, I brainstormed words meaningful and potentially related to the personality of Dauntless Energy. Along with the words, I’ve complimented them with sketches of different nouns or symbols that represent that word. With these brainstormed ideas, I sketched different logo concepts and met up with my client for feedback on my top 3 vectorized concepts along with the potential colour palette. After agreeing on the chosen logo concept, I’ve touched up the logo’s negative space, chosen primary typography use, and created multiple logo variations, graphic elements, and realistic mockups. The wings on the logo resemble the pair belonging to a demon, thus granting a hint of how powerful/effective this energy drink may be to a customer drinking this product. With demon wings already granting characteristics of this brand, the dark brand colours and typography emphasize these traits.

Challenges

The main challenge I had to overcome was completing the multiple areas of branding like typography, mockups, etc. Although there were many deliverables demanded for this project, organization and efficiency were key. I overcame this hardship by focusing on completing one section at a time with a set due date for myself to complete it. This way prevented me from falling behind in deadlines, instead, it set my pace, which helped me work on the project without any need to rush.

Outcome

To compile all created elements for the brand, I’ve designed the brand book for the company Dauntless Energy to not only showcase its strong brand sense and dark personality but to also be used as a guide for the brand and logo usage.